Nowadays, it’s easy to get bogged down with the doom-and-gloom of bad economic news, so it is downright refreshing to encounter someone with a positive and proactive outlook. Last week, I attended Dermalogica’s 16th-annual May Education Week at the company’s Carson, CA, headquarters, and after sitting in on some great sessions and talking to company founder Jane Wurwand, I found it almost impossible not to adopt an optimistic outlook.
In spite of (or perhaps because of) the current recession, Jane and her team at Dermalogica and the International Dermal Institute are keeping the company’s focus on education and providing clients with the knowledge they need to help their businesses thrive. As such, more than 120 educators from more than 50 countries were flown to California for a week of classes, bonding, networking, and fun. The main message? The spas, skin clinics, and salons that are thriving in this economy are the ones that are being proactive and pushing limits.
May Week classes offered tips for building business, spelled out the importance of retail, and filled attendees in on the latest in technology, treatments, techniques, and more. The event ended with a very inspirational presentation by Jane herself on CoolBrands. For the fourth year in a row, Dermalogica has been named one of the U.K.’s favorite brands for its style, innovation, originality, authenticity, desirability, and uniqueness. The company was also part of the annual book, CoolBrands, an Insight Into Some of Britain’s Coolest Brands, sharing the spotlight with H&M, Aston Martin, Vivienne Westwood, and other hip companies.
Dermalogica has always been an effective, original brand, and I think we could all learn from Jane’s philosophy: “A therapist should give a client a treatment, not just a treat.”